Trendsetters in eCommerce Marketing in 2011 in US and Europe
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Trendsetters in eCommerce Marketing in 2011 in US and Europe

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Speech at eCommerce Search and Sales, Sao Paulo, March 15, 2012 on effective eCommerce marketing from top retailers in the US and Europe.

Speech at eCommerce Search and Sales, Sao Paulo, March 15, 2012 on effective eCommerce marketing from top retailers in the US and Europe.

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  • 1. Trendsetters in ecommercemarketing in 2011 in US andEuropeYulia V SmirnovaInternet marketer, in-house SEO, ecommerce professionalhttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeMar 15, 2012
  • 2. 5 strategies fortraffic, conversions① Grow organic search visibility multi-format, multi- channel② Reduce noise, extra steps pre-checkout③ Tap into impulse buys④ Tap into discovery buys⑤ Cater local needs, deliver by local
  • 3. 5 strategies for traffic, conversions① Grow organic search visibility multi-format, multi- channel
  • 4. Google algo and state of SEO① SEO content is more than KW Research, Quality, uniqueness, originality, authorship, freshness, recency rewarded② Social discovery is hot③ Links losing their weight④ Images index is expanded in universal search, freshness matters⑤ More balanced SERPs, won’t show too many results from one site⑥ Local is growing, mobile recommendations are hot⑦ International launch of shopping rich snippets⑧ Paid search is occupying more space⑨ Mobile starts weighing in, HTML5 looks promising⑩ Rel = author might factor into AuthorRank Source:
  • 5. Google real estate getting crowded
  • 6. Google real estate more integrated withsocial, local, personal
  • 7. Opportunities for search visibilitya. Rich snippetsb. Universal searchc. Social integrationd. Unique, original, fresh content, worthy of share, pin or likee. Mobile friendliness of the site
  • 8. 30 % CTR upliftOthers CTR boost 36 – 400%SEO traffic lift 5-10% (rel =author, rel=publisher)
  • 9. Top 500 with rich snippets
  • 10. Increased conversions forPDP, extended reach
  • 11. Quality content, SEO as part of product strategy  55 % natural search, 5 % direct traffic
  • 12. 2 clicks to share and earn Cash
  • 13. 5 strategies for traffic, conversions② Reduce noise and extra steps pre-checkout a. Help with ‘which one’ decision b. Remove pages, clicks
  • 14. Smoothwindow shopping, perfect pagination
  • 15. Converts w/out product pages
  • 16. compares, swatches pre-checkout Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
  • 17. Plenty customers? Now What? to shop moreProvide opportunitiesAnywhere, anytime
  • 18. 41% smartphone users researched andpurchased on mobile  Travel companies dominate top 10 in mobile commerce  85 % of frequent flyers use smartphones and adopt mobile shopping Courtesy of eMarketer, Internet Retailer
  • 19. mobile is Expected, lost sales if not delivered well51% more likely to purchase from retailers when it was mobile friendly 40% would visit a competitors site instead due to a disappointing mobile experience Courtesy of eMarketer, Internet Retailer
  • 20. 5 strategies for traffic, conversions③ Tap into impulse buys of “on-the-go” last minute markets a. Mobile loves travel b. Mobile delivers instant gratification c. Mobile + email = perfect match in heaven
  • 21. 2x mobile bookings in 2011 Courtesy of Internet Retailer, mobile guide 2011
  • 22. Email + mobile = perfect matchmail.hotels.com pages. mail.hotels.com158 % YOY 82 % YOYclick.mail.hotels.com view. mail.hotels.com255 % YOY 71 % YOY Email combined 10 % of total traffic, courtesy of Compete
  • 23. Apps only merchants tap this market
  • 24. Go Now grabs spontaneous shopper Courtesy of Best of the Web 2012, Internet Retailer Hot 100, Dec 2011
  • 25. mobile growth 1250% YOY, 184% Courtesy of Compete
  • 26. 5 strategies for traffic, conversions④ Tap into discovery buysa. Curated merchandisingb. Make me a matchc. Coach, bedroom commerce
  • 27. spend 2x more, convert 75 % faster Courtesy Internet Retailer, Best of the Web 2012, Internet Retailer Hot 100, 2011
  • 28. 6 % iPad traffic of total trafficTablet shoppers spend more $225 vs. to $150 on site 8 % of total revenue20 % revenue day after Xmas 2011 Courtesy of Internet Retailer Web, Dec 2011
  • 29. 5 strategies fortraffic, conversions⑤ Cater to local needs, deliver by local means a. Find real need within your own market /niche/grow dominate hot category a. Expand internationally, but play by local rules
  • 30. Toronto condensed lifestyle brings delivery ecommerce
  • 31. Country specificmarketing, merchandising and payment options Top 300 Europe Guide, 2011
  • 32. 5opportunities for traffic,conversions① Explore natural search, invest into content production of items, worthy sharing every day② Reduce noise, barriers to buy③ Feed impulse buys, convert the always connected shopper whenever, wherever④ Tap into discovery buys, make your shoppers a match in heaven⑤ If expanding markets (segments, countries), think local needs , deliver by local means
  • 33. Imagine exploring all 5 $100 billion in 2015
  • 34. Obrigado, perguntas são bem-vindos Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com